More importantly, opinions are essentially “fluff.” If you increased sales by 42% in the last year, it’s not necessary to say that this is a significant event.

Let the writers come to their own conclusions.

Here’s an example paragraph with the opinions removed.

Company XYZ has generated 42% more sales this year, an amazing turnaround that has industry leaders excited. Over 23 million new customers have started using Product X, and we think this is a sign that lemonade stands are the future.

3. Pretend you don’t care.

We naturally pour our hearts into our own businesses, but that passion can often work against you.

Remember that the strangers reading your press release simply don’t share your inherent love for your company. Imagine you’re someone who simply doesn’t care about your business or the news, and try to write the press release in such a way that it’s not difficult to read.

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